基于符号互动理论的汉服旅游目的地形象感知  

Destination Image Perception of Hanfu Tourism Based on Symbolic Interaction Theory

作　　者：孟庭瑞 MENG Tingrui(School of Management,Zhengzhou University,Zhengzhou 450001,China)

机构地区：[1]郑州大学管理学院,郑州450001

出　　处：《科技和产业》2025年第2期322-327,共6页Science Technology and Industry

基　　金：国家社会科学基金青年项目(18CGL049);2022年河南省兴文化工程专项(2022XWH227)。

摘　　要：随着文化与旅游深度融合的发展,“汉服热”作为新兴业态受到社会和行业广泛关注。通过收集微博、抖音两大社交媒体平台游客对于洛阳汉服旅游的帖子文案,采用文本分析法借助ROST CM 6软件进行高频词、语义网络、情感分析挖掘游客对洛阳汉服旅游形象感知。结果表明,游客对于洛阳汉服旅游的整体形象感知以积极情绪为主,但仍存在一些消极情绪。最后基于符号互动理论,从汉服文化符号互动、汉服消费、汉服文化体验等多维度提出具体可行的建议,以期推动洛阳汉服文旅融合的深度发展。With the development of the deep integration of culture and tourism,“Hanfu fever”as a new business form has been widely concerned by the society and the industry.By collecting the postings of tourists on the two social media platforms of Weibo and Douyin on Luoyang Hanfu tourism,text analysis was adopted and ROST CM-6 software was used to conduct high-frequency words,semantic network and emotion analysis to explore tourists’perception of Luoyang Hanfu tourism image.The results show that the overall image perception of tourists to Luoyang Hanfu tourism is dominated by positive emotions,but there are still some negative emotions.Based on the theory of symbol interaction,concrete and feasible suggestions are put forward from the aspects of symbol interaction,consumption and cultural experience of Hanfu culture,so as to promote the in-depth development of the integration of Hanfu culture and tourism in Luoyang.

关 键 词：符号互动理论 汉服旅游 旅游目的地形象 洛阳 

分 类 号：F592.7[经济管理—旅游管理]